Brands
Mars Cosmetics takes love to new heights with Cloud Kiss
MUMBAI: Mars Cosmetics has taken product launches off the ground, quite literally, with the unveiling of its latest innovation, Cloud Kiss Soft Matte Lipstick. In a move that blends romance with spectacle, the beauty brand revealed the new lipstick through a sunrise hot air balloon proposal, marking a first for India’s beauty industry.
The launch played out like a dream brought to life. At dawn, a couple ascended into the sky aboard a pastel-toned hot air balloon branded with Mars, floating amid soft clouds and golden morning light. Mid-air, the proposal unfolded, with the bride-to-be receiving the Cloud Kiss lipstick as part of the moment, turning a personal milestone into a powerful brand reveal.
Designed to mirror the product’s cloud-soft formula, the campaign aimed to translate texture into emotion. The gentle glide of the balloon and the intimacy of the proposal echoed the lipstick’s promise of comfort, tenderness and effortless wear.
Mars Cosmetics marketing team, said Cloud Kiss represents more than a new addition to the brand’s portfolio. She noted that the unconventional launch reflected Mars’ focus on balancing comfort with performance, while pushing creative boundaries in how beauty stories are told.
The entire experience was captured using drones and aerial filming, creating sweeping visuals that matched the romance of the moment with a sense of polish and sophistication. These visuals will form the backbone of the brand’s upcoming promotional campaign, positioning Cloud Kiss as a lipstick that feels as memorable as its unveiling.
With this sky-high reveal, Mars Cosmetics continues to rethink how beauty launches connect with consumers, turning product introductions into moments that linger well beyond the first swipe. Cloud Kiss Soft Matte Lipstick will be available soon across Mars Cosmetics outlets in India.
Brands
Kansai Nerolac tests paint in stratosphere for durability proof
Excel Everlast sent to 86,000 ft, survives -64°C and extreme UV exposure
MUMBAI: If walls could talk, this one would say it’s been to space and back. Kansai Nerolac has taken product testing to dizzying new heights quite literally by sending its exterior paint into the stratosphere in a bid to prove durability beyond the lab. In what the company calls a first for the Indian paint industry, a stratospheric balloon carried a payload coated with its Excel Everlast paint to an altitude of 86,000 feet above Earth. Up there, conditions are less “extreme weather” and more “near space”: temperatures drop below -64°C, ultraviolet radiation hits unfiltered, and atmospheric pressure is only a fraction of what it is at sea level.
Most materials struggle to survive such a hostile environment. This one didn’t. According to the campaign, the painted surface returned intact no visible damage, no compromise effectively turning a marketing claim into a high-altitude experiment.
The initiative, conceptualised by ULKA, moves away from simulated lab tests to something far more theatrical and verifiable. The campaign film documents the entire journey, positioning the exercise as proof rather than promise.
The test also doubles as a showcase for the Excel Everlast range, which includes features such as nano-silica-based protection, 30 per cent higher toughness and crack-bridging capability, along with a 20-year warranty claims now dramatised under conditions few buildings will ever face.
For Kansai Nerolac, the stunt is less about spectacle and more about signalling intent: in a category often dominated by functional messaging, it’s an attempt to turn durability into something tangible and memorable.
Because when your paint survives near-space, the neighbourhood monsoon suddenly feels like a very small test.
